Farah is a Creative Director and Producer at SHASHA, working at the intersection of content, culture and platform strategy. At SHASHA, a MENA-focused streaming platform competing on a global stage, she helps shape programming and positioning that define how regional stories are developed, framed and experienced by audiences.
With a background in anthropology, social change and activism, she approaches storytelling through the lens of human behavior and cultural dynamics. Her work centers on understanding not just what stories are told, but why they resonate and how they shape perception in an increasingly complex digital landscape.